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Understanding the Children’s Book Consumer in the Digital Age:

A focused look at activities, purchasing influences, and behaviors of today’s book consumer
                                  Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012




  This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
WHO ARE WE… ?

                                Market
                                Research



Kristen McLean          Carl Kulo
Project Editor          Lead Analyst
Founder & CEO           Senior Data Analyst
Bookigee, Inc.          Bowker Market Research
www.bookigee.com        www.bookconsumer.com
www.kristenmclean.org   #Bowker
@BKGKristen
Methodology
Core questions about influences and activities
Collaborative effort among all subscribers
Proprietary questions for individual clients

Fielding Periods:
    •   Fall 2011 (October 7 2011 through November 2 2011)
    •   Spring 2012 (April 4 2012 through April 24 2012)
    •   Fall 2012 (October 15 2012 through November 4 2012)


Fall 2012…
2 Online Surveys:
    •   0 to 12: N= 2000 (Parents/Guardians respond)
            (0 to 6: N = 1000)
            (7 to 12: N = 1000)
    •   13 to 17: N = 1000 (Young Adult responds, with parental OK)

     At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000



                                                  2
EXECUTIVE SUMMARY
 BASELINE FINDINGS FROM FIRST THREE FIELDINGS

  • Children’s market very stable
  • Changes are incremental, not exponential
  • Kids are omnivorous media consumers
  • Highly local influences on decision-making
  • Kids 7-12 a very clear consumer force
  • Although rising, teen eBook adoption does not align with
    sales

                            3
EXECUTIVE SUMMARY
 KEY FINDINGS WAVE FOUR (NOV 2012)

• Marked decline in bookstore and library influence
• “Friends & family” take top spot as influencers
• Parental attitudes toward kids’ e-books evolving
• Girls outpacing boys in almost every area of media use
• Teens attitudes toward e-books “snapping back” to print

DBW Bonus: The YA Crossover Market

                            4
Insert
  Image
    Here




  Section 1:
Acquisition & Discovery 0-12


                    5
Nature of Book Acquisition:
                               Where specifically do they get the books they read for fun? (Fall 2012)



                                                Public Library                                                      28%
                                                                                                                           34%    -6/-8%
                                                                                                                 26%
                                                 Amazon.com                                                          29%
                                                                                           12%
                                       WalMart or Sam's Club                                              21%
                                                                                            14%
                                    Barnes & Noble bookstore                                  15%
                                                School Library                                             22%
                                                                               6%                                 -16/-16%!
                                        Scholastic book clubs                              12%
                                                                                     10%
                     Other Big Box store (Target, Costco, etc.)            5%
                                                                                     9%
                                         Scholastic book fairs                        9%
                                                                           4%
                                                                          4%
                  Garage sale/sidewalk sale/secondhand shop                     8%                                                     Has a child 7-12
                                                                          4%
                                              Used bookstore                  6%                                                       Has a child 0-6
                                             Half-Price Books              4%
                                                                            4%
                                    Books-a-Million bookstore            2%
                                                                          3%
                                                   ebook apps           2%
                                                                        2%
                          Other online retailer (B&N.com, etc.)        1%
                                                                         3%
                                                        iTunes         2%
                                                                        2%
Independent / local bookstore (not a major national or regional …      1%
                                                                         3%
                                                                       1%
                                         Other, please specify          2%

                                                                  0%                10%             20%            30%           40%
Trends in acquisition by key sources…..
45%                                                    45%
                                                             42%
                                                                41%
40%                                                    40%

35%   34%                                              35%          34%
                                             32%
         31%                                                              31%
30%                             29%29%                 30%
             28%                                                                      28%28%
                                                                            27%
                              26%          26%                                              26%       26%
25%                23%                                 25%
                      22%
                                                 21%                                                21%
20%                                                    20%
                        15%
15%                                                    15%                      14%
                                                                                                          12%

10%                                                    10%

5%                                                     5%

0%                                                     0%
       Libraries     B&N       Amazon       WalMart           Libraries     B&N        Amazon        WalMart


      Fall 2011      Spring 2012         Fall 2012           Fall 2011      Spring 2012           Fall 2012

                    • 0 to 6                                              • 7 to 12
Nature of Book Acquisition:
                                  Highest ranking influencers for children (Fall 2012)



                                Child asked for it in store                                                                 44%
                                                                                                       27%
                              Familiar character or series                                                    32%
                                                                                                               33%
                                                                                        18%
                   Written by an author I trust and know                               16%
                                                                           10%
Attractive book (good paper, beautiful illustrations, etc.)                                      23%
                                                                                 13%
                                 Was discounted/on sale                                    19%
                            Recommendation by a friend                               16%
                                                                                     15%
                                              Illustrations              8%
                                                                                              21%
                                       Front cover image                       11%                                                      Has a child 7-12
                                                                                        17%
                        Seen or read the book previously                       11%
                                                                                    16%
                                  Age rating on the cover                       12%
                                                                                  15%
                     Descriptive copy on the back cover                        12%
                                                                        8%
                                                                                                                                        Has a child 0-6
                                       Customer reviews                   9%
                                                                            10%
                                            Award winner                 9%
                                                                          9%
           Nothing. I just needed to pick something fast                 9%
                                                                        8%
                                            Best seller list            8%
                                                                         8%
                     Descriptive copy on the front cover               7%
                                                                        8%
                                                                     5%
                                           Was hardcover                   10%
                                                                     5%
                                             Table display              7%

                                                               0%   5%   10%    15%     20%      25%    30%   35%    40%   45%    50%
How have purchase habits changed?
          Compared to three years ago, which of the following is true…
          (Fall 2012)

                                                                                                  35%
             I buy more books on Amazon, fewer in a bookstore
                                                                                    26%


                                                                                    26%
            I continue to purchase my books in a real bookstore
                                                                                            30%


                                                                                    26%
                                     I buy fewer books, overall
                                                                                      27%


I buy more books in a general merchandiser, such as Walmart or              12%                         Child 7-12
                           CostCo.                                            13%                       Child 0-6


                                                                    7%
                     I buy more ebooks rather than print books
                                                                  6%


                                                                  6%
                                          Other, please specify
                                                                       9%


                                                                  6%
       I buy more books on iTunes.iBooks; fewer in a bookstore
                                                                  6%
Sources of Book Recommendation:
                                 Where do you get book recommendations for a child? (Fall 2012)



                       Friend/family                                                                 26%
                                                                                                             30%

     Bookstore - browsing the shelf                                                17%
                                                                                         20%

                            Teacher                                                      20%
                                                                           14%

    On-line research on a retail site                          9%
                                                                     11%

         School book clubs & flyers                                        13%
                                                               9%
                                                                                                                         Has a child 7-12
                Parenting Magazine              4%
                                                                9%

                    Public Librarian                            9%
                                                               8%

On-line research on a non-retail site                      7%
                                                            8%                                                           Has a child 0-6
                 School Book Fairs                                           15%
                                                          7%

             Mommy/Parenting blog              3%
                                                          6%

 Bookstore - asking the sales clerk                  5%
                                                    5%

                   School Librarian                            8%
                                                4%

              On-line advertisement          2%
                                               3%

                                        0%      5%             10%         15%       20%       25%         30%     35%
Changes in recommended sources
35%                                                          35%

                                            30%
30%                                                          30%         28%
                          27%
      26%                                                          26%                                26%
                                25%                                                   25% 25%
25%         24%                                              25%

                                                  20%
20%                                                          20%
                                                                                                            17%

15%                                                          15%                                14%
                  13%                                                          13%
                                      11%
10%                                                          10%                                                  9%
                                                        8%


5%                                                           5%


0%                                                           0%
        Fall 2011         Spring 2012        Fall 2012               Fall 2011        Spring 2012      Fall 2012


      Friends            Bookstore           Library               Friends           Bookstore         Library


                        • 0 to 6                                                     • 7 to 12
Key Takeaways - Acquisition:
• Friends and family influence increasing, especially in 0-6;
  highly local pattern of influence

• Significant drop in bookstore and library as source of
  acquisition & recommendation

• Online children’s book purchasing speeding up

• Children central drivers of purchase behavior, especially
  7-12
Insert
   Image
     Here




   Section 1.1:
Children’s Books in the Household –
The Child’s Environment

                        13
Household Device Census (Fall 2012)

                                                                                                                              86%
                                            A television                                                                    82%
                                               A laptop                                                              74%
                                                                                                                      74%
                                   A video game system                                                                75%
                                                                                                            63%
                         A home computer (not a laptop)                                                        67%
                                                                                                         58%
                                           Cable TV box                                        47%
                                                                                              45%
                                                                                       37%
                           Another type of Smart Phone                                  38%
           A simple cell phone (no video, gaming, apps)                                   41%
                                                                                    33%
                                             An iPhone                             33%
                                                                                    33%
                                       A Kindle e-reader                        28%
                                                                              26%
                                                                                28%
                                                An iPad                       25%
                                              An iTouch                    21%
                                                                     13%
                                  Another type of tablet                17%
                                                                       16%
A device for streaming video (e.g. Roku, Boxee, AppleTV)            12%
                                                                     12%
                                        A Nook e-reader            10%
                                                                  9%
                                Another type of e-reader         8%
                                                                 8%

                                                           0%   10%    20%     30%    40%       50%     60%   70%     80%     90%   100%

                                                                      Child 7-12            Child 0-6
The Child’s Environment:
    How important are the following media for a child?
    (Fall 2012)
                                    Print books                                                                                        7.6
                                                                                                                                         7.8

                                Children's DVDs                                                                 5.8
                                                                                                                          6.2

                  Cable or broadcast television                                                                            6.3
                                                                                                               5.7

                          Educational Websites                                                                       6.0
                                                                                                              5.6

                                   Board games                                                                  5.8
                                                                                                         5.4

                           Video game systems                                                                       5.9
                                                                                         4.3

                           Children's magazines                                                  4.9
                                                                                                4.8

                               Handheld games                                                          5.2
                                                                                         4.3

                                  Online games                                                          5.3
                                                                                        4.2

                                   Mobile apps                                           4.4
                                                                                         4.4

Video streaming services such as Hulu or Netflix                                        4.2
                                                                                         4.3

                                        E-books                                          4.3
                                                                                        4.2

  Kid-specific social networks like Club Penguin                                        4.2
                                                                                  3.9

                                                   -   1.0   2.0        3.0     4.0            5.0            6.0                7.0    8.0    9.0

                                                             7 to 12   0 to 6
Do you (the parent) currently read eBooks?
100%


90%


80%


                                     57%
70%                     62%                    No

          74%
60%


50%


40%

                                               Yes
30%


                                     43%
20%                     39%

          26%
10%


 0%
        Fall 2011    Spring 2012   Fall 2012
The Child’s Environment:
  E-Books – how do parents prefer children read?
100%


90%      22%                      25%                       24%
                      29%                                                            No preference
                                               33%                            34%
80%
          6%
                                   5%                        7%
70%
                      5%
                                                4%
                                                                              6%
60%


50%                                                                                  In ebook
                                                                                     format
40%
         72%                      71%                       69%
                      66%                      63%
30%                                                                           61%


20%
                                                                                     In print
10%


 0%
       Child 0-6   Child 7-12   Child 0-6   Child 7-12    Child 0-6     Child 7-12

                   Fall 2011                Spring 2012           Fall 2012
Why do parents prefer print?

                                                                              60%
            Reading a print book helps them focus
                                                                          56%



Less distraction from other content (links to video                       57%
                clips, games, etc.)                                       55%



                                                                          57%
                   Prefer the look and feel of print                                                  0-6
                                                                    48%
                                                                                                      7-12

                                                                        50%
                                 They'll read more
                                                                    46%



                                                                    46%
They've already got enough technology in their life
                                                                   44%


                                                       0%   10%   20%         30%   40%   50%   60%    70%




                                                                                                      20
Why do parents prefer eBooks?
                                                               43%
 Easier to carry around more titles
                                                                   45%



                                                             38%
       They think it's fun and cool
                                                                   44%



                                                             37%
  They're drawn to the technology                                                                        0-6
                                                                   44%
                                                                                                         7-12

                                                             37%
                  More convenient
                                                               42%



                                                       31%
          Easier to find more titles
                                                             37%


                                       0%   5%   10%   15%    20%    25%   30%   35%   40%   45%   50%




                                                                                                           21
Key Takeaways – eBooks 0-12:

• Parental eBook adoption continues to rise

• Attitudes toward kids’ e-reading ambivalent

• Is this developing into a “flat until Q4” pattern?
Insert
 Image
   Here




 Section 3:
The Young Adult
Market

                  23
Are books as important to them?
                      (Spring vs. Fall 2012)

100%
               15%                               17%
90%    22%                               20%                   22%
                         27%
                                                                       A more important role
80%

70%
               43%
60%                                              46%
       44%                               47%
                                                               48%
50%                      45%
                                                                       An equally important role

40%

30%

20%            42%
       34%                                       37%
                                         33%                   29%
                         28%                                           A less important role
10%

 0%
       Total   Male     Female           Total   Male         Female

                           Spring 2012                 Fall 2012
Nature of Book Acquisition:
     Where specifically do teens get the books they read for fun?
     (Fall 2012)

                                                 Amazon.com                                                                    43%
                                        +6%                                                                                  41%
                                                Public Library                                                                   43%
                                        -4%                                                                                39%
                                   Barnes & Noble bookstore                                                          36%
                            -3%                                                                                32%
                                               School Library                                      22%
                                                                                                         27%
                                    Swap them among friends                            14%                                                   Female
                                                                            7%
                                       WalMart or Sam's Club                     9%
                                                                                 9%
                                              Used bookstore               6%
                                                                            6%
                                         Other, please specify             6%
                                                                            7%                                                               Male
                                             Half-Price Books          5%
                                                                        6%
            Other online retailer (B&N.com, Borders.com, etc.)         5%
                                                                       5%
                                   Books-a-Million bookstore           5%
                                                                       5%
Independent / local Bookshop (not a major national or regional …       5%
                                                                        5%

                                                                 0%   5%     10%      15%    20%   25%   30%   35%    40%        45%   50%
Device Census (Regular Use):
                              A reduction in home computers is offset by increased laptop use.
                              Simple cell phones decline; iPhone and iPad escalate.
                                                                                                                  77%
                                A television                                                                   73%
                                                                                                                  77%
                                                                                                             72%
                                   A laptop                                                                70%
                                                                                                        66%
                                                                                                                                Fall 2012
                                                                                                              71%
                       A video game system                                                             64%
                                                                                                 58%
                                                                                                   61%
              A home computer (not laptop)                                                       59%
                                                                                                     64%
                                                                                    40%
                               Cable TV box                                       38%
                                                                                   39%
                                                                                                                                Spring 2012
                                                                         28%
A simple cell phone (no video, gaming, apps)                              29%
                                                                                34%
                                                                      26%
               Another type of Smart Phone                             27%
                                                                     24%
                                                                     24%
                                 An iPhone                     19%
                                                            15%                                                                 Fal 2011
                                                                     23%
                                  An iTouch                           24%
                                                                      24%
                                                                   20%
                                    An iPad                  15%
                                                          11%
                                                           13%
                           A Kindle e-reader                15%
                                                    7%

                                               0%   10%      20%         30%     40%      50%   60%     70%         80%   90%
Teen Technology Install-base
                               By Gender (Fall 2012)


                                Which device do you use on a regular basis?
                                A television                                                                          78%
                                                                                                                      77%

                                   A laptop                                                                       75%
                                                                                                                72%

              A home computer (not laptop)                                                    57%
                                                                                                    61%

                       A video game system                                        39%
                                                                                                                71%               Female
                               Cable TV box                                      39%
                                                                                  40%

A simple cell phone (no video, gaming, apps)                              29%
                                                                         28%

                                 An iPhone                                30%
                                                                   24%
                                                                                                                                  Male
                                  An iTouch                              28%
                                                                   23%

               Another type of Smart Phone                              26%
                                                                        26%

                                    An iPad                       21%
                                                                 20%

                           A Kindle e-reader               14%
                                                          13%

                                               0%   10%     20%         30%     40%     50%   60%         70%         80%   90%
Media Behavior: Girls -vs- Boys
                                                                                  How often do you…?
                                                           Read books for fun                                                                            40%
                                                                                                                                           29%

                                               Discuss books with my parents                                       15%
                                                                                                            12%

                                                   Discuss books with friends                                            18%
                                                                                                             12%

                       Make your own status updates on Facebook or Twitter                                                                  30%
                                                                                                                               21%

                             Discuss books with my siblings or other relatives                                    14%
                                                                                                           11%

                                         ''Like'' a brand or series on Facebook                                          18%
                                                                                                                 14%

                           Stream content on services such as Netflix or Hulu                                              19%
                                                                                                                         18%

                                        Swap books to read with your friends                                     14%
                                                                                                7%

                                                            Post videos online                   8%
                                                                                               6%
Follow authors or characters on Facebook, Twitter or any other social network                          10%
                                    sites                                                        7%

                                                         Discuss books online                   6%
                                                                                               6%

                                                                                  0%      5%         10%         15%     20%     25%      30%     35%   40%    45%

                                                                                  Females - Very Often                           Males - Very Often




                                                                                                                                                                     28
Key Takeaways – Teens:

• Books still holding their own against other media for
  perceived value

• Girls are outpacing boys in almost every area of media
  behavior

• Girls more engaged by content “around” the book
Trends in eBook reading among teens flat:
                   94%
100%
                                           78%
90%                                                            71%
80%                                                                                   71%

70%
60%
50%
                                                                          29%
40%                                                 29%
                               22%
30%
20%      6%
10%
 0%
       Fall 2010               Fall 2011         Spring 2012              Fall 2012

                         Yes                                         No
Do you currently read eBooks?
         (Fall 2012)


100%


 80%

           71%                           No
 60%                76%         67%

 40%


  20%       29%
                                         Yes
                     24%
   0%                           33%

        Total
                  Male
                             Female
Binding Preference: A snap back to “p”
100%           8%         11%        10%
                                           Ebook
90%
               26%                   24%
80%                       28%

70%

60%                                        No Preference

50%

40%
               66%                   66%
                          61%
30%
                                           Print
20%

10%

 0%
           Fall 11   Spring 12   Fall 12
What does the future hold?

100%                                    Don't know
          17%         17%        16%
90%

80%       14%                    18%
                      18%
                                        I will be reading both print and e-
70%
                                        books equally
60%

50%
                                        I will mainly read print books
40%       61%         54%        57%

30%

20%
                                        I will mainly be reading e-books
10%                   11%        10%
           8%
 0%
       Fall 11    Spring 12   Fall 12
Resistance to eBooks…..
                                        None of the above: I already read e-
100%      10%                           books
                      14%        16%
90%                                     Other, please specify
          33%
80%                   26%        31%
                                        Don't see a need
70%       14%         17%
                                 17%
           8%
60%                    7%               Too many restrictions on re-using or
                                  8%    swapping the content
50%
          53%                           Privacy concerns
                      46%        40%
40%

30%                                     Cost of getting a device is too high

20%
          37%         37%        41%
                                        Prefer the experience of a printed
10%                                     book

 0%
       Fall 11    Spring 12   Fall 12
Insert
Image
  Here




Section 4:
The YA Crossover Market
  A closer look at consumers 18 to 29
  reading YA Fiction

                                        35
Demographic breakdown of Young Adult book
  purchases*


                           7%      4%   16%
                    11%
                                                    Teen 13 - 17
                                                    18 - 29
                                              35%   30 - 44
                    27%
                                                    45 - 54
                                                    55 - 64
                                                    65 +




*(Full Year 2012 Bowker Tracker)

                                                               36
(Spring 2012)
     Percent of YA Genre Bought for Self vs Others

   100%              3%            6%
          15%
    90%                                         22%           23%

    80%                                                                     48%

    70%
                                                                                         76%
    60%

    50%             97%           94%                                                              For other/gift
          87%
    40%                                         80%           78%                                  For self

    30%                                                                     67%

    20%
                                                                                         27%
    10%

    0%
          Base   Teens 13-17   18-29 Years   30-44 Years   45-54 Years   55-64 Years   65+ Years
                    Years




*(Full Year 2011 Bowker Tracker)
(Spring 2012)

  Do you read E-Books?



                         41%
                                  Yes


59%


                                  No
(Spring 2012)
Does having a book in e-book form
make you more likely to read a "guilty
pleasure" book, such as a teen fantasy
book?

                              31%
    42%                                  Yes, very much so




                                         Somewhat


                        28%
                                         No
(Spring 2012)

If one of your favorite titles was not available in E-Book…
• This demographic is a committed reader-base.



                   8%
                                                 I would buy a print version instead
       15%



                                                 I would not buy the book at all


                                    77%
                                                 Other, please specify
THANKS!

                                Market
                                Research


Kristen McLean          Carl Kulo
Project Editor          Lead Analyst
Founder & CEO           Senior Data Analyst
Bookigee, Inc.          Bowker Market Research
www.bookigee.com        www.bookconsumer.com
www.kristenmclean.org   #Bowker
@BKGKristen

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Sizing Up the Kid’s Book Market

  • 1. Understanding the Children’s Book Consumer in the Digital Age: A focused look at activities, purchasing influences, and behaviors of today’s book consumer Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012 This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  • 2. WHO ARE WE… ? Market Research Kristen McLean Carl Kulo Project Editor Lead Analyst Founder & CEO Senior Data Analyst Bookigee, Inc. Bowker Market Research www.bookigee.com www.bookconsumer.com www.kristenmclean.org #Bowker @BKGKristen
  • 3. Methodology Core questions about influences and activities Collaborative effort among all subscribers Proprietary questions for individual clients Fielding Periods: • Fall 2011 (October 7 2011 through November 2 2011) • Spring 2012 (April 4 2012 through April 24 2012) • Fall 2012 (October 15 2012 through November 4 2012) Fall 2012… 2 Online Surveys: • 0 to 12: N= 2000 (Parents/Guardians respond)  (0 to 6: N = 1000)  (7 to 12: N = 1000) • 13 to 17: N = 1000 (Young Adult responds, with parental OK)  At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000 2
  • 4. EXECUTIVE SUMMARY  BASELINE FINDINGS FROM FIRST THREE FIELDINGS • Children’s market very stable • Changes are incremental, not exponential • Kids are omnivorous media consumers • Highly local influences on decision-making • Kids 7-12 a very clear consumer force • Although rising, teen eBook adoption does not align with sales 3
  • 5. EXECUTIVE SUMMARY  KEY FINDINGS WAVE FOUR (NOV 2012) • Marked decline in bookstore and library influence • “Friends & family” take top spot as influencers • Parental attitudes toward kids’ e-books evolving • Girls outpacing boys in almost every area of media use • Teens attitudes toward e-books “snapping back” to print DBW Bonus: The YA Crossover Market 4
  • 6. Insert Image Here Section 1: Acquisition & Discovery 0-12 5
  • 7. Nature of Book Acquisition: Where specifically do they get the books they read for fun? (Fall 2012) Public Library 28% 34% -6/-8% 26% Amazon.com 29% 12% WalMart or Sam's Club 21% 14% Barnes & Noble bookstore 15% School Library 22% 6% -16/-16%! Scholastic book clubs 12% 10% Other Big Box store (Target, Costco, etc.) 5% 9% Scholastic book fairs 9% 4% 4% Garage sale/sidewalk sale/secondhand shop 8% Has a child 7-12 4% Used bookstore 6% Has a child 0-6 Half-Price Books 4% 4% Books-a-Million bookstore 2% 3% ebook apps 2% 2% Other online retailer (B&N.com, etc.) 1% 3% iTunes 2% 2% Independent / local bookstore (not a major national or regional … 1% 3% 1% Other, please specify 2% 0% 10% 20% 30% 40%
  • 8. Trends in acquisition by key sources….. 45% 45% 42% 41% 40% 40% 35% 34% 35% 34% 32% 31% 31% 30% 29%29% 30% 28% 28%28% 27% 26% 26% 26% 26% 25% 23% 25% 22% 21% 21% 20% 20% 15% 15% 15% 14% 12% 10% 10% 5% 5% 0% 0% Libraries B&N Amazon WalMart Libraries B&N Amazon WalMart Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012 • 0 to 6 • 7 to 12
  • 9. Nature of Book Acquisition: Highest ranking influencers for children (Fall 2012) Child asked for it in store 44% 27% Familiar character or series 32% 33% 18% Written by an author I trust and know 16% 10% Attractive book (good paper, beautiful illustrations, etc.) 23% 13% Was discounted/on sale 19% Recommendation by a friend 16% 15% Illustrations 8% 21% Front cover image 11% Has a child 7-12 17% Seen or read the book previously 11% 16% Age rating on the cover 12% 15% Descriptive copy on the back cover 12% 8% Has a child 0-6 Customer reviews 9% 10% Award winner 9% 9% Nothing. I just needed to pick something fast 9% 8% Best seller list 8% 8% Descriptive copy on the front cover 7% 8% 5% Was hardcover 10% 5% Table display 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  • 10. How have purchase habits changed? Compared to three years ago, which of the following is true… (Fall 2012) 35% I buy more books on Amazon, fewer in a bookstore 26% 26% I continue to purchase my books in a real bookstore 30% 26% I buy fewer books, overall 27% I buy more books in a general merchandiser, such as Walmart or 12% Child 7-12 CostCo. 13% Child 0-6 7% I buy more ebooks rather than print books 6% 6% Other, please specify 9% 6% I buy more books on iTunes.iBooks; fewer in a bookstore 6%
  • 11. Sources of Book Recommendation: Where do you get book recommendations for a child? (Fall 2012) Friend/family 26% 30% Bookstore - browsing the shelf 17% 20% Teacher 20% 14% On-line research on a retail site 9% 11% School book clubs & flyers 13% 9% Has a child 7-12 Parenting Magazine 4% 9% Public Librarian 9% 8% On-line research on a non-retail site 7% 8% Has a child 0-6 School Book Fairs 15% 7% Mommy/Parenting blog 3% 6% Bookstore - asking the sales clerk 5% 5% School Librarian 8% 4% On-line advertisement 2% 3% 0% 5% 10% 15% 20% 25% 30% 35%
  • 12. Changes in recommended sources 35% 35% 30% 30% 30% 28% 27% 26% 26% 26% 25% 25% 25% 25% 24% 25% 20% 20% 20% 17% 15% 15% 14% 13% 13% 11% 10% 10% 9% 8% 5% 5% 0% 0% Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012 Friends Bookstore Library Friends Bookstore Library • 0 to 6 • 7 to 12
  • 13. Key Takeaways - Acquisition: • Friends and family influence increasing, especially in 0-6; highly local pattern of influence • Significant drop in bookstore and library as source of acquisition & recommendation • Online children’s book purchasing speeding up • Children central drivers of purchase behavior, especially 7-12
  • 14. Insert Image Here Section 1.1: Children’s Books in the Household – The Child’s Environment 13
  • 15. Household Device Census (Fall 2012) 86% A television 82% A laptop 74% 74% A video game system 75% 63% A home computer (not a laptop) 67% 58% Cable TV box 47% 45% 37% Another type of Smart Phone 38% A simple cell phone (no video, gaming, apps) 41% 33% An iPhone 33% 33% A Kindle e-reader 28% 26% 28% An iPad 25% An iTouch 21% 13% Another type of tablet 17% 16% A device for streaming video (e.g. Roku, Boxee, AppleTV) 12% 12% A Nook e-reader 10% 9% Another type of e-reader 8% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Child 7-12 Child 0-6
  • 16. The Child’s Environment: How important are the following media for a child? (Fall 2012) Print books 7.6 7.8 Children's DVDs 5.8 6.2 Cable or broadcast television 6.3 5.7 Educational Websites 6.0 5.6 Board games 5.8 5.4 Video game systems 5.9 4.3 Children's magazines 4.9 4.8 Handheld games 5.2 4.3 Online games 5.3 4.2 Mobile apps 4.4 4.4 Video streaming services such as Hulu or Netflix 4.2 4.3 E-books 4.3 4.2 Kid-specific social networks like Club Penguin 4.2 3.9 - 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 7 to 12 0 to 6
  • 17.
  • 18. Do you (the parent) currently read eBooks? 100% 90% 80% 57% 70% 62% No 74% 60% 50% 40% Yes 30% 43% 20% 39% 26% 10% 0% Fall 2011 Spring 2012 Fall 2012
  • 19. The Child’s Environment: E-Books – how do parents prefer children read? 100% 90% 22% 25% 24% 29% No preference 33% 34% 80% 6% 5% 7% 70% 5% 4% 6% 60% 50% In ebook format 40% 72% 71% 69% 66% 63% 30% 61% 20% In print 10% 0% Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12 Fall 2011 Spring 2012 Fall 2012
  • 20. Why do parents prefer print? 60% Reading a print book helps them focus 56% Less distraction from other content (links to video 57% clips, games, etc.) 55% 57% Prefer the look and feel of print 0-6 48% 7-12 50% They'll read more 46% 46% They've already got enough technology in their life 44% 0% 10% 20% 30% 40% 50% 60% 70% 20
  • 21. Why do parents prefer eBooks? 43% Easier to carry around more titles 45% 38% They think it's fun and cool 44% 37% They're drawn to the technology 0-6 44% 7-12 37% More convenient 42% 31% Easier to find more titles 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 21
  • 22. Key Takeaways – eBooks 0-12: • Parental eBook adoption continues to rise • Attitudes toward kids’ e-reading ambivalent • Is this developing into a “flat until Q4” pattern?
  • 23. Insert Image Here Section 3: The Young Adult Market 23
  • 24. Are books as important to them? (Spring vs. Fall 2012) 100% 15% 17% 90% 22% 20% 22% 27% A more important role 80% 70% 43% 60% 46% 44% 47% 48% 50% 45% An equally important role 40% 30% 20% 42% 34% 37% 33% 29% 28% A less important role 10% 0% Total Male Female Total Male Female Spring 2012 Fall 2012
  • 25. Nature of Book Acquisition: Where specifically do teens get the books they read for fun? (Fall 2012) Amazon.com 43% +6% 41% Public Library 43% -4% 39% Barnes & Noble bookstore 36% -3% 32% School Library 22% 27% Swap them among friends 14% Female 7% WalMart or Sam's Club 9% 9% Used bookstore 6% 6% Other, please specify 6% 7% Male Half-Price Books 5% 6% Other online retailer (B&N.com, Borders.com, etc.) 5% 5% Books-a-Million bookstore 5% 5% Independent / local Bookshop (not a major national or regional … 5% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  • 26. Device Census (Regular Use): A reduction in home computers is offset by increased laptop use. Simple cell phones decline; iPhone and iPad escalate. 77% A television 73% 77% 72% A laptop 70% 66% Fall 2012 71% A video game system 64% 58% 61% A home computer (not laptop) 59% 64% 40% Cable TV box 38% 39% Spring 2012 28% A simple cell phone (no video, gaming, apps) 29% 34% 26% Another type of Smart Phone 27% 24% 24% An iPhone 19% 15% Fal 2011 23% An iTouch 24% 24% 20% An iPad 15% 11% 13% A Kindle e-reader 15% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • 27. Teen Technology Install-base By Gender (Fall 2012) Which device do you use on a regular basis? A television 78% 77% A laptop 75% 72% A home computer (not laptop) 57% 61% A video game system 39% 71% Female Cable TV box 39% 40% A simple cell phone (no video, gaming, apps) 29% 28% An iPhone 30% 24% Male An iTouch 28% 23% Another type of Smart Phone 26% 26% An iPad 21% 20% A Kindle e-reader 14% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • 28. Media Behavior: Girls -vs- Boys How often do you…? Read books for fun 40% 29% Discuss books with my parents 15% 12% Discuss books with friends 18% 12% Make your own status updates on Facebook or Twitter 30% 21% Discuss books with my siblings or other relatives 14% 11% ''Like'' a brand or series on Facebook 18% 14% Stream content on services such as Netflix or Hulu 19% 18% Swap books to read with your friends 14% 7% Post videos online 8% 6% Follow authors or characters on Facebook, Twitter or any other social network 10% sites 7% Discuss books online 6% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Females - Very Often Males - Very Often 28
  • 29. Key Takeaways – Teens: • Books still holding their own against other media for perceived value • Girls are outpacing boys in almost every area of media behavior • Girls more engaged by content “around” the book
  • 30. Trends in eBook reading among teens flat: 94% 100% 78% 90% 71% 80% 71% 70% 60% 50% 29% 40% 29% 22% 30% 20% 6% 10% 0% Fall 2010 Fall 2011 Spring 2012 Fall 2012 Yes No
  • 31. Do you currently read eBooks? (Fall 2012) 100% 80% 71% No 60% 76% 67% 40% 20% 29% Yes 24% 0% 33% Total Male Female
  • 32. Binding Preference: A snap back to “p” 100% 8% 11% 10% Ebook 90% 26% 24% 80% 28% 70% 60% No Preference 50% 40% 66% 66% 61% 30% Print 20% 10% 0% Fall 11 Spring 12 Fall 12
  • 33. What does the future hold? 100% Don't know 17% 17% 16% 90% 80% 14% 18% 18% I will be reading both print and e- 70% books equally 60% 50% I will mainly read print books 40% 61% 54% 57% 30% 20% I will mainly be reading e-books 10% 11% 10% 8% 0% Fall 11 Spring 12 Fall 12
  • 34. Resistance to eBooks….. None of the above: I already read e- 100% 10% books 14% 16% 90% Other, please specify 33% 80% 26% 31% Don't see a need 70% 14% 17% 17% 8% 60% 7% Too many restrictions on re-using or 8% swapping the content 50% 53% Privacy concerns 46% 40% 40% 30% Cost of getting a device is too high 20% 37% 37% 41% Prefer the experience of a printed 10% book 0% Fall 11 Spring 12 Fall 12
  • 35. Insert Image Here Section 4: The YA Crossover Market A closer look at consumers 18 to 29 reading YA Fiction 35
  • 36. Demographic breakdown of Young Adult book purchases* 7% 4% 16% 11% Teen 13 - 17 18 - 29 35% 30 - 44 27% 45 - 54 55 - 64 65 + *(Full Year 2012 Bowker Tracker) 36
  • 37. (Spring 2012) Percent of YA Genre Bought for Self vs Others 100% 3% 6% 15% 90% 22% 23% 80% 48% 70% 76% 60% 50% 97% 94% For other/gift 87% 40% 80% 78% For self 30% 67% 20% 27% 10% 0% Base Teens 13-17 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years Years *(Full Year 2011 Bowker Tracker)
  • 38. (Spring 2012) Do you read E-Books? 41% Yes 59% No
  • 39. (Spring 2012) Does having a book in e-book form make you more likely to read a "guilty pleasure" book, such as a teen fantasy book? 31% 42% Yes, very much so Somewhat 28% No
  • 40. (Spring 2012) If one of your favorite titles was not available in E-Book… • This demographic is a committed reader-base. 8% I would buy a print version instead 15% I would not buy the book at all 77% Other, please specify
  • 41. THANKS! Market Research Kristen McLean Carl Kulo Project Editor Lead Analyst Founder & CEO Senior Data Analyst Bookigee, Inc. Bowker Market Research www.bookigee.com www.bookconsumer.com www.kristenmclean.org #Bowker @BKGKristen